Navigation 
and Discovery

D2C Awareness | Navigation and Product Category Experiences

Navigation
and Discovery

D2C Awareness | Navigation and Product Category Experiences

OBJECTIVE

Enhancing engagement, unifying Pelican's diverse product offerings.

Role | Product Designer

Shepherded the Pelican team through the discover, define, design, refine and development phases of their full website redesign. 

We refined the current path to purchase and created opportunities to resonate at appropriate touchpoints, strengthening the trust with returning loyalists and new users. 

Focused first on how users interacted with the brand, explored offerings and engaged with content to find what they're looking for.  DEPT® Agency focus:

• Aligned vast product types/categories throughout the user journey.
• Integrated evolving business objectives and strategic priorities.
• Expanded trusted brand loyalty/legacy to the entire ecosystem of products.
  
  

Agency

DEPT®
2022-2023

Client

Pelican Products, Inc.

Project

D2C Ecommerce Site Redesign

Deliverables

Homepage
Navigation
Category-level Experiences
Ongoing Brand Partnerships

Background | Pelican

Established in 1976, Pelican Product’s flagship case is certified crushproof
with an airtight seal and watertight gasket — making it the universal standard in protection.

The iconic legacy of trust has been translated into an entire ecosystem of cases, coolers, drinkware, luggage, bags, flashlights, accessories and more.

For industries including (but not limited to) military, law enforcement, fire safety and consumer entertainment.

Prioritized | User Segments:

Deliverables

Scroll to explore process

for Pelican's navigation and discovery

PROCESS

Expand the brand legacy of protection

Create opportunities throughout the ecosystem of products

Components with context

Enhanced touchpoints without hindering the path to purchase; driving users to explore products individually or as a group (shopping directly, filtering or browsing based on their needs).

Featured: Homepage header component, Everyday Carry Bundle

Enabled engagement and education by facilitating effortless cross-selling opportunities across all product categories. Integrated content into user segment-focused product messaging, a streamlined approach that embraced their business priorities.

Cohesive variations with the ability to adapt with user messaging priorities like:

• User segments (photography, hunting, overlanding, maritime, etc.)
• Sales and promotions
• New products and campaigns
• Applicable accessories and recommended products
  

Shopping by size, purpose and possibility

How do users really shop for Pelican products? Size, type, compatibility, certifications, or what is specifically recommended for their purpose?

How can we add hierarchy and distinction; avoiding information overload and enhancing the path to purchase?

Featured: Discover New Cases; Site-Wide Navigation

Added clarity through an intentional hierarchy of scale, images and typography. In addition, integrated a category-level discovery experience that piques returning loyalists’ interests and sparks curiosity in new users.

Refined information architecture with users' interests in mind by understanding how each product relates to:

• User segments and business priorities
• Other product categories
• Related accessories within brand ecosystem
• Potentially alienate other users, (ex. firea*m messaging)
  

Opportunities to discover

CLP (Category landing page) experiences established unified vision for all product types; with ample space for context, marketing material/imagery, vital product information, instructions and education. 

Flexible content purpose guides shepherd the Pelican team through implementing content; considering SEO, diverse image types and options to communicate context (show scale, accessories, etc.), by user segment or product type. 

Continued work with Pelican team

Balancing big picture objectives and refined details throughout the entire customer experience; (integrated search, navigation, browse, PLP, PDP experience touchpoints) 

Distilled solutions for unique outliers in evolving business objectives; informing user expectations with transparency when implementing the Pelican Partner marketplace and other licensing campaigns (outdoor gear, custom foam, partnership with Casemate, etc.).

MORE FEATURED WORK

LET'S CONNECT

hi.engle.design
@gmail.com